PLANO, Texas, Oct. 11 /PRNewswire/ -- The Doritos brand announced today
that it is once again turning over its Super Bowl ad air time to its fans.
But, this time there will be no ad. Instead, unsigned artists will be
invited to share an original song that is, like Doritos, inspired by the
musician's passion and creativity based on his or her own bold or intense
experiences. Fan votes will ultimately determine which individual singer or
band wins the once in a lifetime chance to have their original music
performance aired during the Super Bowl advertising time traditionally
reserved for Doritos commercials.
In addition to having their "big break" on one of the world's
most-watched stages, the winner -- who will not be revealed until their
video performance airs during Super Bowl XLII on FOX -- will also receive a
Beginning October 25, 2007, unsigned artists are invited to post a
video of themselves performing their own original song, as well as an audio
file of the same song to enter the contest. More information about the
contest is available today at http://www.snackstrongproductions.com.
"We are not looking for the new Doritos jingle, we are looking to
entertain the fans we love during the Super Bowl with a great song and a
great performance from any genre," said Ann Mukherjee, vice president,
marketing, Frito-Lay. "Doritos knows there are plenty of talented but
undiscovered musicians out there and we want to help them celebrate their
passions and fulfill their dreams. With an audience of millions, turning
over our Super Bowl ad time is the best way for us to give Doritos lovers
the ultimate stage to be discovered and potentially launch a career."
In December, 10 semi-finalists will be selected by a panel of judges,
revealed online and consumers will vote to determine which three performers
make it to the final round. Fans will then again vote online among the
three finalists, to determine which music act will take the coveted stage
during the Super Bowl XLII broadcast on FOX on Feb. 3, 2008 and win a
record deal. The three finalists will each be awarded $10,000 and a trip to
Phoenix to attend the Doritos Super Bowl party.
In addition to engaging in the fan-driven community at
http://www.snackstrongproductions.com, Doritos and music lovers alike can
learn all about the rising stars competing for the Super Bowl stage through
program partner MySpace. As a leading online destination to discover and
share music, MySpace will open the door for budding musicians to share
their original songs, while also inviting music lovers everywhere to tune
in to hear the new sounds, beats and lyrics discovered as part of the
program. Fans can also visit MySpace's new Super Bowl ad profile page
(http://www.myspace.com/superspots), which was created in associations with
FOX Sports and allows users to view all the ads from the Super Bowl XLII
broadcast, including the Doritos "Crash the Super Bowl " winner.
The "Crash the Super Bowl" campaign is the evolution of the Doritos
brand allowing consumers to be in control. Earlier this year, the Doritos
brand aired two consumer-created commercials during Super Bowl XLI as part
of the first Doritos "Crash the Super Bowl" challenge. These two ads
kicked-off the first-ever consumer-created Doritos brand television ad
campaign, in which all five of the Doritos "Crash the Super Bowl"
finalists' ads aired on national television.
Frito-Lay North America is the $10 billion convenient foods division of
PepsiCo, which is headquartered in Purchase, NY. In addition to Frito-Lay,
PepsiCo divisions include Pepsi-Cola, Quaker Foods, Gatorade and Tropicana.
SOURCE Frito-Lay North America